Based on conjoint analysis technique, this study investigates how consumers utilize intrinsic and extrinsic cues in determining the quality of a product. The focus is on the effects of consumer individual difference variables on the relative importance of such product cues. The results show that product familiarity, enduring involvement, and price-reliance schema have a significant influence on customer utilization of extrinsic cues. The implications of the results are discussed.
Journal of Applied Business Research, 12(1), 21-29